Social in Six 93
1. TikTok’s US ban has been extended again
The story:
- On Friday 4 April, President Donald Trump signed an executive order extending TikTok’s operation in the US until 18 June to allow more time to finalise a deal transferring American ownership of the app.
- The ban was due to come into effect the following day, after Trump granted an initial extension when he took office in January.
- Last week, the US government was reportedly close to finalising a deal which would create a separate entity, TikTok America, with shared ownership between ByteDance and US investors – but the deal fell through after the imposition of new tariffs on Chinese imports, which led China to halt approvals.
So what?
TikTok’s algorithm is the IP—and that’s the real prize here, which is why ByteDance is so reluctant to share ownership with American investors. This isn’t just about banning a platform; it’s about controlling the future of digital attention. For UK marketers, it’s a cue to deepen your TikTok fluency, keep content diversified, and be mindful of how geopolitics might quietly steer your strategy.
2. YouTube Shorts is changing the way it measures views
The story:
- YouTube is now counting a view on Shorts as soon as the video plays or replays, replacing the previous system, which counted a view only after the video played for a certain number of seconds.
- The update brings views measurement in line with TikTok and Instagram Reels, making it easier for creators to compare performance across platforms.
- YouTube has also rolled out new Shorts creation tools – including AI-powered stickers and a refreshed “Shorts Composer” to make it easier to add effects, edit clips and remix content directly in-app.
So what?
Shorts often feels like the underdog of short-form video formats, but YouTube is betting creators will put their eggs into its basket given TikTok’s ongoing uncertainty in the US. The new shift to immediate view counts is clearly designed to put Shorts on a level playing field with TikTok and Reels. It simplifies metrics and gives creators and brands a clearer read on performance. But views alone aren’t everything—completion rates, engagement, and conversations are where real impact lies.
3. Meta’s making it easier to collaborate with creators
The story:
- It seems Meta’s anticipating more creators to migrate to Instagram in the wake of TikTok’s uncertain fate in the US. It’s reportedly developing an Instagram app for iPad, is working on its search functionality, and now it’s updating both Partnership Ads tools and Creator Marketplace.
- A new feature in the Partnerships Ad Hub highlights relevant organic posts that mention your brand, are likely to perform well, and that creators have made available for paid promotion.
- In Creator Marketplace, Meta will also combine AI with signals from a creator’s platform presence (ad content, audience similarity, partnership ads experience) to predict which creators will be the most effective in driving results for an upcoming ad campaign.
- Plus, brands can now search Creator Marketplace by filtering across 20 verticals or using keyword search to get a creator that matches their description, e.g. “soccer moms with dogs.”
So what?
Meta’s latest moves signal a deeper shift in how people engage with content online. Social SEO, once a buzzy trend, is now baked into how users search with intent—and brands need to respond accordingly. The iPad update might seem minor, but it’s part of Meta’s bigger play to meet Gen Alpha’s expectations across devices. Altogether, these updates point to a future where content is discovered with purpose, and marketers need to plan for multi-screen, intent-driven behaviour.
4. Instagram is working on lockable Reels
The story:
- Instagram is testing a new feature that enables users to ‘lock’ their posts, according to @design, the official design account affiliated with the platform.
- This feature lets users hide the content of a specific Reel, which can be ‘unlocked’ by other users by typing in a specific code.
- It’s similar to the Reveal sticker that IG added for Stories last year, which hides your Stories behind a blurred effect that can only be lifted by sending the creator a DM.
So what?
This is a clever way to turn passive scrollers into active participants. It opens up space for gamified storytelling—think Easter eggs, hidden content, codes only accessible via a Broadcast Channel, and exclusive drops that reward your most loyal and engaged fans – ‘if you know you know’. This kind of controlled exclusivity could also unlock new monetisation plays through limited offers or premium tiers. Smart brands will jump on this early to drive deeper engagement and community.
5. LinkedIn is developing a curated video feed based around content topics
The story:
- Through a new Trends feature, US mobile users can now discover videos based on workplace stories, industry news, job and career topics, and more.
- Trends is located at the top of the screen in the Video tab. When you click into a trend, you can scroll vertically through other related videos, curated by LinkedIn’s editiorial team.
- In the feed, video carousels showcase videos for a specific trend with clear labels. In both the feed and the Video tab, you can tap “Add to this Trend” to record your own video tied to the trend and be featured within this feed.
So what?
LinkedIn’s new video Trends aren’t just a feature—they mark a shift in how professional content is consumed and created. The platform is moving from polished thought leadership to real-time, more human storytelling. AI has already blurred the lines between personal and professional, and now video adds a layer of authenticity. Brands ready to experiment with timely B2B content will stand out as this behaviour shift takes hold.
6. Snapchat has launched Sponsored AI Lenses for brands
The story:
- Snapchat introduced Sponsored AI Lenses, enabling advertisers to create a custom image for users enhanced by the platform’s generative AI technology.
- Accessed via the Lens Carousel, this feature allows brands to enhance user engagement through interactive and immersive content.
- Snapchat says users interact with Sponsored AI Lenses for longer than standard Lenses, supported by data from its early partners Uber and Tinder.
So what?
Snapchat’s Sponsored AI Lenses show how brands are moving beyond static ads into immersive, playful storytelling. We’re now in the era of expressions, not just impressions—where people co-create with brands. Whether it’s a Studio Ghibli aesthetic or a Mattel figurine, these trends aren’t just gimmicks—they’re proof of how interactive IP builds cultural relevance. When people become part of a brand’s world, that’s where the magic (and impact) happens.
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